E-commerce Glossary

Bounce Rate

Percentage of visitors who leave your site after viewing only one page without interaction.

Bounce rate measures the proportion of sessions where the user leaves the site without viewing another page or interacting. It is an indicator of the relevance of your content and the landing experience.

Calculation: Bounce Rate = Single-page sessions / Total sessions x 100. E-commerce averages range between 30% and 55% depending on the traffic source. A rate above 70% is a warning signal.

A high bounce rate can be due to: irrelevant landing page, slow loading time, poor match between ad and content, poorly optimized mobile. Note: GA4 has replaced bounce rate with engagement rate, which is more accurate.

Fullmetrix integrates bounce rate by traffic source and landing page to identify the friction points that drive your visitors away.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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